It’s not what you say but how you say it. That sentiment has always been true for advertising and marketing as well as in life. Sure, brands can say their product is “lighter,” “warmer” or “waterproof,” but how do you convey it in a more unique and memorable way? The solution was to highlight these product attributes by showing rather than explaining them. The design concept utilized a pattern of simple but bold graphics over wide landscape photography, featuring a lone, intrepid adverturist who’s perfectly comfortable in the most harsh and extreme environments. I could elaborate about how North Face products live up to these claims – but the less said, the better.